The Impact of Firms'Ecological Product Innovation on Chinese Consumers'Purchase Intention——Based on the Moderation Role of Institutional Propaganda Innovation
Focusing on the theme of the impact of firms'ecological product innovation on Chinese con-sumers'purchase intention,this study explores the impact of institutional propaganda innovation on Chinese consumers'willingness to purchase different brands of cosmetics and daily necessities,as well as its modera-ting role.SPSS 25.0 is used as the analysis tool,with Chinese consumers of cosmetics and daily necessities as the research subjects for verification.Correlation and regression analysis reveal the positive impact of ecological innovation on Chinese consumers'purchase intention of cosmetics and daily necessities.Generally speaking,institutional propaganda innovation not only plays an important role in Chinese consumers'purchase of cosmetics and daily necessities,but also significantly modulates the relationship between firms'ecological product innovation and consumers'purchase intention.The results show that products lacking ecological inno-vation and institutional propaganda innovation,even if they have certain superior features,may not be chosen by consumers.The results also indicate that cosmetics and daily necessities industries need to continue to focus on ecological innovation while paying attention to the moderating role of institutional propaganda innovation on the consumers'purchase behavior of cosmetics and daily necessities.
sustainable and ecological innovationecological productsinstitutional propaganda innova-tionpurchase intentioncosmetics and daily necessities industries
NETL
NSTL
万方数据
